McCann's Uninformed Guide to the Melbourne Cup

McCann's Uninformed Guide to the Melbourne Cup
SHARE
THIS



Metro Trains has moved to answer all the questions a novice race goer may have ahead of this weekend’s Melbourne Spring Racing festivities.

Every year during the racing season thousands of glammed up gals and peacocking males descend on Melbourne’s train network for a ride to Flemington. For many, heading to the races is once-a-year event.

To answer any questions these green race-attendees may have, Metro and McCann Melbourne have created a satirical take on the tabloid style form-guide.

Called the Uninformed Guide, it offers tips on taking the perfect selfie, tells men to keep their shirts on and has a guide to clapping etiquette.

The humorous guide also offers tongue-in cheek explanations of the often wacky horse names.

For example: “Wordplay (5) i don’t want to be a neigh-sayer, but i’ve heard you’re pasture prime.”

And: “Eclair Big Bang (6) it’s old man has an awesome nose and can hear pudding.”

The guide is available for Derby and Cup day and appears as a four page insert in today’s MX and will be available at station platforms on race days.

McCann has also created a website for the Uninformed Guide which will also be promoted through social media.

Chloe Alsop, marketing manager Metro Trains, said: "We're always looking for ways to improve the big event experience for our customers. The Uniformed Guide is designed to deliver some sensible advice in a tongue in cheek way, that keeps revelers smiling on their journey to the track."

John Mescall, executive creative director, McCann Melbourne added: “I know nothing about horse racing, so this campaign really speaks to me. And I'm sure the tens of thousands of other people who try to become instant experts at this time of the year will also appreciate it.” 

To see the complete four page guide click here.

Credits: Client: Metro Trains Metro Trains Marketing Manager: Chloe Alsop Creative Agency: McCann Melbourne Executive Creative Director: John Mescall Creative Director: Pat Baron Art Director: Scott Hall Writer: Shabbadu (Chris Taylor) Designer: Matt Brown Digital Producer: Pauline McMillan Group Account Director: Adrian Mills Senior Account Director: Alec Hussain Account Executive: Lachlan Wittick
 

Please login with linkedin to comment

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]